Abstract
Introduction
Growing interest in heart health products reflects the broader demand for
functional food and drinks. Consumers are generally aware of the importance of
maintaining good cardiovascular health and that something needs to be done in
order to reverse the increase in related health problems such as diabetes.
However, inhibitors such as trust issues regarding functional products still
remain.
Scope of this research
- Detailed insights and analysis documenting the drivers and inhibitors of
heart health enhancing products
- Analysis documenting the relative importance consumers place on
cardiovascular health and how this varies by socio-demographics
- Strategic conclusions combined with actionable recommendations for all
industry players looking to fully capitalize on this growing segment
- Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden,
UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia.
Research and analysis highlights
Consumers are clearly concerned by the healthiness of their hearts but
sedentary lifestyles and the prevalence of fatty foods and beverages mean that
the number of heart health problems is increasing year-on-year. The threat of
obesity, diabetes and cardiovascular disease is growing all the time.
Consumers do believe that certain foods can have a positive impact on
long-term and current health. This has helped facilitate wider acceptance of
the term ' functional foods' . Fiber and omega-3 are two ingredients which
particularly resonate with consumers for their heart health benefits.
More can be done to raise awareness of heart health problems and the actions
that can be undertaken to prevent them. Women mistakenly believe breast cancer
to be a greater threat to them than cardiovascular disease. Ensuring that
consumers understand the real implications of heart health problems is key to
maximizing interest in the category.
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards heart health enhancing products
- Market understanding: identify the key heart health growth markets and
product innovation trends in 15 countries across four territories
- Ideation: find inspiration for innovative formulations and product
positioning which takes advantage of consumers' evolving dietary preferences
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